©2013 TubeMogulwww.tubemogul.com sales@tubemogul.com 510-653-0684
Advertisers rightly assume that the ads they buy will be...
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OpenVV - TubeMogul founded industry consortium addressing viewability with open source code

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TubeMogul founded a consortium to address viewability with open source code in order to develop an industry standard.

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OpenVV - TubeMogul founded industry consortium addressing viewability with open source code

  1. 1. ©2013 TubeMogulwww.tubemogul.com sales@tubemogul.com 510-653-0684 Advertisers rightly assume that the ads they buy will be seen by the audience they want to reach, yet in digital media this is not always the case. Too often, ads bought by a brand are not “viewable”, because they are not displayed on the viewer’s screen. TubeMogul always wants brands to know what they are buying via our platform and ensuring that the ads they buy are “viewable” is critical. To move the video advertis- ing industry towards a standard for viewability, we devel- oped an open-source technology to detect whether an in-stream video ad is actually visible to the viewer. We’ve also partnered with other leading video compa- nies to accelerate the solution - called OpenVideoView or OpenVV - into an industry-wide standard. The goal of this approach is to encourage open usage, conversation and contribution by the industry in the creation of a single standard around the measurement of online video view- ability. The code was developed with the ANA-4A’s-IAB Leading the industry to a video viewability solution Making Measurement Make Sense (3MS) principles in mind and is being submitted to the 3MS leadership and the Media Rating Council (MRC) as an open reference template for the viewability standard for digital video. OpenVV is a simple solution for video viewability that can be easily adopted across the digital video ecosystem. It mea- sures the portion of a video ad that is in view and the amount of time the ad is in view. The system has been successfully tested across hundreds of millions of video ad impressions and thousands of publisher sites. The current code base sup- ports the display advertising viewability guidelines proposed by 3MS – 50 percent of the video player in view on the user’s screen for the first second of the video – but it can be updated to support a new industry standard once one has been fully defined. Beginning in July, all campaigns running on the TubeMogul platform will have site-level viewability reporting enabled. This is just one more step towards providing full transparency to our brand and agency clients. Detects Pre-Roll Running as Auto-Play 300 x 250 Detects & Accounts for Browser Scroll Bars Detects the Active Browser Window Works with All Ad Exchanges, Networks and Publishers Requires No Changes to Publisher Sites To learn more about the initiative and to see a live demo of the code in action, visit: http://playtime.tubemogul.com/demo/ viewability/index.html OpenVV FOUNDING COMPANIES: we believe that video viewability technology should be an open standard that brands, agencies and vendors adopt universally

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